New Patterns and Practices for Commerce and Marketing

Notes, idées et convictions – Toute minute dépensée à résoudre un problème ne l’est pas à construire le futur et pourtant il y a urgence à bâtir le long terme. Eng: Notes, Ideas & Convictions – Every minute spent solving a problem is not to create the future, and yet there is an urgent need to deal with the long term…

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Mon Feed-Back de la NRF2018

Les fondamentaux :

Le sujet n’est plus l’omnicanal mais la réinvention de la relation clients. Les marques reviennent sur leurs fondamentaux pour s’affirmer et par cela réaffirme​​​nt leur culture et donc leur relation client. Il s’agit de la recherche de sens.

Nous sommes clairement passé​s du mobile first au mobile only. Ce n’est plus une question, front ou back, on pense d’abord mobile et situation de mo​bilité associée. Cela concerne également les collaborateurs.

Les tendances :

Les magasins jouent la carte de la simplicité et de l’expérience :

Le magasin est au centre Lire la suite →


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Should we not rethink the role of the Department Supervisor? Why the MS platform is ready for the “New Retail”?

Summary: when I rebuilt my bathroom, the bathroom department supervisor is for me the most important person in the store… Fan of comics, the comics department supervisor is for me the most important person in my relationship with the cultural goods store. Is the industrial hierarchical organization of the store ready to follow me? To get a better engagement from customers and employees we have to change the deal! The Microsoft platform is the first ready for this revolution. And you, are you ready? If not the giants of internet will continue to bump you. We’re switching from push to pull, welcome in the mesh economy

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The challenge is not to digitize the point of sale or to guess the customer journey, the challenge is to redefine trade models, patterns and practices, in a digital society

This post is an adaptation and translation in English from a previous papier. This work has been done by Romain Hermelin, as part of the project  « The retail environment in
 the TIR economy « . Thanks Romain!

 

 

When someone shows you an object, some of us will look at the hand and some others at the direction it points at. My feeling is that marketers invest lots of time and money to try to use technology in order to extend current models of distribution while they should reinvent them via the software. The digital society that is developing will be built on the software rather than on existing 20th century patterns, text and physic size/distance oriented.

We are shifting from an industrial society to a digital society. It is not just an evolution, it is a revolution Lire la suite →


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Why we need to imagine new patterns and practices for commerce and marketing

The presence of the software in our society goes on accelerating. Impacts on society are major, for brands and consumers. The consumer is better informed, it has more power, it is connected and wants to be recognized and is ready to engage in topics, brands, or themes, that interest him. In addition, if the world today is flat because potentially everyone join everyone, it becomes more and more fragmented. It’s fragmented by technologies, but especially by the uses and expectations of consumers. Today, we are all different and want to be recognized as such.
The brands are facing organizations and a culture of the industrial era, where we consider the consumer as an element of a segment after multiple studies to try to guess him… While gradually it wants to be perfectly identified either perfectly anonymous, result of a deliberate and reasoned in a commitment brand chosen. Marketing makes no longer the customer, but should help him personally to grow through it.
The brands must also play with abnormalities of beginning of cycle of the digital era. We do that to the beginnings of the digital society. Also, as is often the case, the boot is done thanks abnormalities that likely fade with time. It is important to identify them to not to lose and to anticipate future opportunities.


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No more need to push the Door – Windows8/RT/Phone is changing the rules for retail and Marketing. Have you explain this revolution to your CMO?

New rules for the retail?

Traditionally when you’re looking for an item in a category, you have to push the door, enter in the store and find the category shelve or run the retailer’s App on your device and find the category in the menus.

Traditionally when you’ve got a question, you enter in the store, find a salesman and ask, or in the digital side, you launch the retailer’s App, find the search button and enter your question.

Same approach for physical or for digital (iPhone, Android, Win7, ….)

It’s very strange that the digital before Win8/RT/Phone has not to taken his emancipation from the « physical » patterns Lire la suite →